The advertising effect : how to change behaviour / Adam Ferrier with Jennifer Fleming.
Von: Ferrier, Adam [author.].
Mitwirkende(r): Fleming, Jennifer (Jennifer A.).
Materialtyp:
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6october 1203 | تزويد بطلب د سيد التونسي | 659.1019 F A (Regal durchstöbern) | 1 | Verfügbar |
سيد التونسى / كلية الاعلام
Includes bibliographical references.
pt. 1. Which behaviour to change? -- The dark arts : an overview of advertising -- Definition : identifying the behaviour you want to change -- Thoughts, feelings, and actions : using action to change behaviour -- Action spurs : sometimes we need a little kick -- pt. 2. Motivation action spurs -- Reframing : it's not what you say, it's how you say it -- Evocation : can you feel it? -- Collectivism : everyone else is doing it -- Ownership : what do you think? -- Play : the world is a game -- Utility : no more empty promises? -- Modelling : monkey see, monkey do -- pt. 3. Ease action spurs -- Skill up : Stop the "I don't know how" -- Eliminate complexity : knock down the hurdles -- Commitment : how a small request leads to a bigger agreement -- pt. 4. How to be good -- Using your powers for good.
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